ABSTRACT
This chapter aims to establish that a cognitive schema-based model of racial identity, the importance of religious guidance in the lives of African Americans, and mass media exposure help to explain the varying levels of African-American political participation. It explores why religious guidance influences, and enhances African-American political participation. Religiosity may be a strong predictor of voting for African Americans because black Protestantism has a stronger communal orientation than white Protestantism, which has a strong individualistic tendency. The influence of religious guidance on the political mobilization process reinforces our thesis that religion has powerful significance for African Americans. The chapter considers African Americans who engage in Bible reading, praying, and watching religious programs to have a strong sense of religious guidance. It shows that religion creates a sense of self and group spiritual well-being that increases emotional or affective ties toward the group and the motivation to engage in political actions to promote group interest.
